Five Ways to Overcome Sales Objections

No matter the industry, being a salesperson can be difficult when there are negative views of the profession.

Overcoming objections is a part of the everyday routine for salespeople. They are mentally prepared to handle customers who are dead-set on what they want. The unfortunate social stigma surrounding sales can make these objections even harder to get around.

Remember to focus on the needs of the individual customer. Attempting to throw everything and anything at them will probably reach a hard “no” each time. An objection allows for conversation and a chance to help the customer with whatever they may need. However, know that you might not overcome objections every time. The point is to not give up even before trying.

Here are some tips on how to work around those objections and figure out what the customer actually needs.

Listen Actively - Adaptability is a large part of a salesperson's life, since each customer is different in their needs. So, take the time to actively listen to their problems. By not interrupting and allowing the customer to speak, you are able to show interest in what they are saying. It is your goal to help them, so you first need to know their situation before offering a solution. Active listening also exhibits empathy to the customer's situation. Take notes if necessary to identify and understand the customer’s needs and desires.

Ask Open-Ended Questions - One way to quickly kill a conversation with a customer is to ask them yes/no questions. Be inquisitive and create a dialogue with the customer. Keep probing and finding out more information about their concerns. Ask, don't tell. Trying to convince clients of your solution will not lead to trust. The customer must come to their own decision from information and demonstrations you provide to them.

Be Honest - Products may not fit customers 100% of the time. Make sure to detail exactly what your products can and cannot do, in order to remain compliant. Back up your claims with success stories from other customers! Share real-life examples, such as one regarding extended service contracts. Today’s parts are computerized and need to be replaced more often than repaired. Vehicles do need regular maintenance and saving money in the long run through the service contract may be beneficial to their situation. Honesty will allow you to build rapport with the customer and earn their trust. Again, listen to the customer’s needs and desires and identify products that can meet them.

Educate - Instead of attempting to prove the customer wrong by overcoming their objection, try to take an educational approach to their inquiries. Provide them with a positive experience where they find out products that add value to their lives. This way, you can teach something new to a potential long-term customer! Consider a situation where a customer is “under water” on their trade-in. An “upside-down” or “underwater” auto loan happens when the market value of a vehicle is less than the amount owed. The customer might appreciate the protection of GAP insurance once you teach them how it works. That way, they can prevent the same situation from possibly occurring again.

Set Expectations - The automotive retail buying experience is a journey. Sure, some people know exactly the vehicle they desire, as well as their budget, but most may not. If you are upfront about how their experience will go and the steps needed in the process, people will be more comfortable and at ease. It's your job to listen to their objections, as these can become opportunities later on. Accompany them on the journey, don't allow them to become lost.

A positive customer interaction is crucial to any dealership's business. One way of forming those positive interactions is through proper training. Overcoming sales objections is a daily frustration for many salespeople. With better training, your sales team can perform at their best while meeting the customer’s needs and desires.